Dive Brief: 

• General Electric CMO Beth Comstock credits the brand's massive comeback over the past five years to its content marketing strategy, telling Adweek at the ANA Masters of Marketing conference that the brand gets 30% extra value for every dollar spent on content marketing.
• GE has especially increased its social media presence with campaigns like the #6SecondScience Vine videos produced in collaboration with Vayner Media, while also testing the native ad the waters on sites like BuzzFeed.
• Comstock said the trick is to "make big data small and have fun with it." 

Dive Insight: 

GE's popularity plummeted in 2008 during the recession. When it started the image recovery journey, many social platforms it's currently taking advantage of, such as Vine, weren't even around yet. The brand's enthusiasm to jump on board using new platforms and creative content is paying off big time, demonstrating the potential value of utilizing new platforms.